Title | RELIEF DRAMA "LOVE OR CARP?" |
Brand | RCC BROADCASTING CO.,LTD. |
Product / Service | RCC TV 60TH ANNIVERSARY PROJECT |
Category | E04. Social Behaviour & Cultural Insight |
Entrant | HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN |
Idea Creation | HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN |
Media Placement | RCC BROADCASTING Hiroshima, JAPAN |
Production | GEEK PICTURES Tokyo, JAPAN |
Production 2 | RCC FRONTIER INC. Hiroshima, JAPAN |
Name | Company | Position |
---|---|---|
Sanshiro Shimada | HAKUHODO DY MEDIA PARTNERS Inc. | Creative Producer |
Yui Yamada | HAKUHODO DY MEDIA PARTNERS inc. | Planner / Scriptwritter |
Yuki Matsushima | HAKUHODO DY MEDIA PARTNERS Inc. | Content Producer / Planner |
Masahiro Kamio | RCC BROADCASTING CO.,LTD. | Chief Producer |
Atsushi Eguchi | RCC BROADCASTING CO.,LTD. | Producer |
Kenta Ueda | RCC BROADCASTING CO.,LTD. | Producer |
Tomohiro Morishita | GEEK PICTURES INC. | Producer |
Yuya Matsuno | GEEK PICTURES INC. | Production Manager |
Keisuke Kuroyanagi | Freelance | Director |
Shinya Matsuo | Freelance | Cinematographer |
Fukutaro Inadome | GEEK PICTURES INC. | Graphic Producer |
Takuo Yamamoto | takuo.tokyo inc. | Art Director |
Takakazu Aoyama | Amanaphotography | Photographer |
Our idea is the world's first “Relief Drama”. It is a TV program that acts like a relief pitcher. It will air only when live baseball games end early. This will prevent the baseball audience from switching channels once the games end. Carp fans love their baseball team’s games. “Relief drama”, which airs only when games end early entertains fans much like the actual games. This story is about a “Carp girl” romance, with the audience as the main character. By using baseball broadcast frames such as replays and live commentary by real RCC baseball commentators, the audience can enjoy the game and the drama seamlessly.
Hiroshima Toyo Carp was the only locally-owned team in Japanese professional baseball. Hiroshima fans are known for being enthusiastic. Recently, young female fans called “Carp girls” have become a social phenomenon. Tickets are difficult to get because of the team’s popularity, so many fans watch live TV games. And in Japan, the popularity of baseball has declined compared to the golden age, but the live broadcast of Carp games is the No.1 audience rated program in Hiroshima. However, in Japan, broadcast slots are inflexible, and many channels end their broadcasts before games finish. RCC has a longer slot than other channels but baseball does not have fixed game times so sometimes games end early. This DEAD TIME in prime time was previously filled with wasteful game highlights. LOVE or Carp? "KOI" in Japanese means both carp and love.
In Japan, it is very difficult for TV dramas to exceed 20% audience rating, but this drama has recorded the highest audience rating of 23% in Hiroshima. No.1 primetime audience rating in Hiroshima. On social media, every time RCC broadcasted baseball live, the audience was waiting for a relief drama. And the audience gained a new appreciation for RCC’s reservation of longer broadcasting time slots. "Relief drama" projects have been known as a successful solution in Japanese media and later the same format was adapted and implemented in other local TV channels such as Fukuoka prefecture.